The most important thing that copywriting teaches you is that everything you create in your business is for your customers. The copy must be about your reader and not your product. This sometimes can seem confusing. But the best way to look at it is to think about benefits to the user as the results it offers the customers. When you sell them on results, they’re going to be more likely to buy.
What Will Your Reader Gain?
In an ideal world, your reader will experience several benefits from your products or services. Will they lose weight, lower their blood pressure, save time, or something else? Define the exact result or results that are possible when buying your program, reading your book, or using your product. Sometimes things are not as noticeable – maybe they’re going to gain time, gain courage, or something that’s not as tangible as gaining a full bank account.
What is the Result if One is Successful?
A benefit is also a result. For example, if you use MS PowerPoint to create a slide show, the result is a finished slide show. What result will your ideal customer get from purchasing your product? The result is the thing you should focus on most.
Match Features with the Benefits
One way to come up with benefits and results focused content is to list all the features of your product then write down what the benefit of each feature is. A feature is like a spec and a benefit is like a result. So, for example, a feature of a new mattress is its pillow top, the benefit is a more restful sleep.
Results are Measurable
A key for you to know what a benefit or a feature is that benefits are something you can see or feel or measure; it is a result. You know that you lost 100 pounds going on the raw food diet. The raw food diet has a main feature of being low fat and low calorie. The benefits of that are lower weight and lower cardiovascular disease risks.
What Does it Mean to the Customer?
Figuring out what any one result means to the customer is an important part of ensuring that you can write about these things in your articles. You must get it straight in your mind so that you can explain it clearly to your audience. Think about the emotions they will feel if they succeed in solving their problems with your solution.
Remember, don’t just write copy to get them to click the buy button. Instead, sell them on the results they get when they buy your product. Focusing on the results your customers want will always be more effective.
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